docBuilding a balanced beer menu and program Scott Hempstead
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Building a balanced beer menu and program Scott Hempstead
Beer • Feature – Building a balanced beer menu and program Scott Hempstead, Boston Beer Company Certified Cicerone® Stuart Melia, CraftWorks Restaurants and Breweries Vice President Beverage Jason Stone, MarkeTeam Inc Certified Cicerone® 2014 Draft Optimization Study Methodology 1200 interviews with adults respondents who met the following qualifications: – – – WHO 23 to 59 years old (60%/40% male/female) Have consumed a draft or bottled beer at a restaurant or bar in the past month Drink 3-200 beer servings in average month WHAT ! 20 minute self-administered online interviews conducted nationally WHEN ! Interviews were conducted May 30 – June 8, 2014 WHERE ! US Nationwide, broken down as follows: Region Completes Northeast 266 Region South Completes 400 New England 130 South Atlantic 135 Middle Atlantic 136 East South Central 134 268 West South Central 133 Midwest East North Central 135 West North Central 133 West 266 Mountain 133 Pacific 133 Overview of Study Design To evaluate the impact of including different draft and bottled beers in a restaurant/bar beer lineup, respondents went through a choice-based exercise that included the following elements: • Brand • Price • Tap Handle or Bottle Image There were 80 national and regional/local beers in draft and bottle for a total of 154* beers included in the exercise. They were broken down as follows (some beer brands were in more than one region): Region # of Brands (Draft and Bottle)* National 53 Northeast 11 Middle Atlantic only Midwest East North Central only South ___ *Note: 6 brands were in bottle only. 1 14 4 16 South Atlantic only 5 South Atlantic/East South Central only 2 South Atlantic/West South Central only 2 West 8 Overview of Choice Exercise Lead Brands and Select Regional/ Local Craft Drive Guest Satisfaction Profit Pool2: $420 Mass Domestic Mass Domestic Domestic Specialty Import Customer Satisfaction1: 92% Import Lead Craft Craft Seasonal Regional Craft Local Craft Cider Lo C ca lR A F T Note: 1 The % of beer drinkers out of 100 who would order a beer from the given selection; 2 The amount of money the retailer will make from 100 beer drinkers with the given draft lineup Source: Tap Handle Optimization, Radius. 2014 Too Much of a Good Thing… Profit Pool2: $397 Mass Domestic Mass Domestic Domestic Specialty 6% Import Guest Satisfaction1: 89% Craft Craft Craft Craft Craft 3% Craft Note: 1 The % of beer drinkers out of 100 who would order a beer from the given selection; 2 The amount of money the retailer will make from 100 beer drinkers with the given draft lineup Source: Tap Handle Optimization, Radius. 2014 Too Much of a Good Thing… Profit Pool2: $190 Local Craft Local Craft Local Craft 121% Local Craft Guest Satisfaction1: 40% Local Craft Local Craft Local Craft Local Craft Local Craft 52% Local Craft Note: 1 The % of beer drinkers out of 100 who would order a beer from the given selection; 2 The amount of money the retailer will make from 100 beer drinkers with the given draft lineup Source: Tap Handle Optimization, Radius. 2014 15 Handle Set Mass Domestic Mass Domestic Domestic Specialty Import Import Session IPA • Customer Satisfaction: 93% • Profit per 100 beer drinkers: $424 Tap Handle Optimization, Radius. 2012 Import Local Craft Lead Craft High ABV Craft Lead Craft Shandy Craft Seasonal Cider American Classic IPA Key Takeaways • To satisfy the most guests, fill segments before duplication • After 12 Taps, big diminishing turns on guest satisfaction • Local is becoming its own style/segment – “which local”, “which light beer”, “what IPA” • Find the strongest one or two in your market and put them on tap • Craft beer has a lot of room to grow • At 8 to 10 taps, consider add a Cider Beer & the Operator What to ask yourself! ! What Role should beer play in your overall beverage strategy? ! Are you just keeping up or making a statement? ! What is your commitment level? • Amount of Draft Lines (minimum of 8 goal of 12) • Training and onsite beer ambassadors • Rotating local choices – who will manage those and will they change frequently? • Can you separate what you think guests want to make room for variety? • Beer programming – Tap Takeovers etc. Other Promotions • Proper glassware and beer clean glasses vs. volume • Beer menus with the information guests want – Style, Origin, ABV, Price and Size Options Beer line up at a Brew Pub! ! At Rock Bottom we now focus on style variety with the following styles on at all times: • Light / Kolsch, Blonde Ale, Light Lager • Malty / Red Ale, Irish Red • Hoppy / Pale Ale, IPA • Dark / Stout, Porter, Black Lager • IBU + / Double IPA, Anything over 55 IBUs • High ABV / Anything over 7.9% ABV ! Other Beers we focus on as capacity dictates: • Barrel Aged Beers • Seasonal Beers • Brewers Choice Old Chicago Top 10 ! The impact of location: Ft Collins, CO Bud Light Coors Light Blu Moon Bel Wht Odells 90 Shillng Angry Orchard Fat Tire Ale Odells IPA Odells Ez St Wheat Dry Dock Apricot New Bel Sunshine Wheat Chapel Hill, NC Stone IPA Blu Moon Bel Wht Hiland Gaelic Ale Fat Tire Ale Sea Dog Blue Paw Crispin Blk Pear Swtwater 420 Yuengling Lgr Angry Orchard Oskar Mama Pils Old Chicago! ! Has anything really changed in the last year or two? YES! • Cider Growth is undeniable. If you have more than 6 taps you need a Cider! • 1-2 years ago 1 IPA was enough now you may need 2 – a Big IPA and a Session IPA • Local has to now be a mandate even if you only have 6 taps • Guests want more information than you are giving – Style, ABV, Origin – Block Buster • Non-Beer drinkers are getting into Craft Beer – Are your beers listed to make this transition an easy one? • Taste before you buy… offer a taster • Guests are becoming as knowledgeable or more so than our staff – TRAINING! Building a Balanced Beer List Style is King The importance of diversity But HOW do you decide? Light Lagers Pilsners Amber Lagers Bock Hefeweizens & Wits Blonde & Amber Ales Brown Ale Stouts ESB Sours Scottish Ale Barrel-Aged Pale Ales Ciders IPAs High ABV Belgians Sessionable Porters The Ultimate Restaurant Case: Satisfying everyone Light Lager with 24 Beers IPA Standard Lager Imperial IPA Import Lager American Strong Ale Pilsner Belgian Strong Ale Amber Lager Porter Hefeweizen Stout Belgian Wit American Wild Ale Saison Belgian Wild Ale Blonde Ale Barrel-Aged Ale Amber Ale Seasonal Brown Ale Limited Release Pale Ale Cider Factor in: Cuisine Burgers, Seafood, Comfort Food, Eclectic, Mainstream, Spicy? Clientele Single, Married, Families, Trendsetters, Age Atmosphere & Occasion Casual, Sports Bar, Fine Dining, Social, Hot & Trendy Beer is like Music! Think of it like a radio station’s playlist. A – power currents: top songs B – secondary currents: new songs going up / familiar songs going down C – power classics: top testing, very familiar, popular songs C 1 – 2010-2011 (recurrent) C 2 – 1995-2009 (recent) C 3 – 1980-1994 (gold) D – secondary classics: well testing, familiar, additional songs (including ‘surprise’ songs) D 1 – 2010-2011 (recurrent) D 2 – 1995-2009 (recent) D 3 – 1980-1994 (gold) Rotating your offerings is critical If the list doesn’t change, people get bored. Can you imagine if that one hit wonder from last summer was still in heavy rotation? Even if its your favorite album, you can only listen to it so much. You’re ready for the next big thing or perhaps your favorite artists newest album. How YOU see your menu: Miller Lite Corona Extra Heineken Blue Moon Samuel Adams Samuel Adams Seasonal Stone Pale Ale Ballast Point Sculpin IPA Delerium Tremens Trappistes Rochefort 10 Alesmith Speedway Stout New Belgium La Folie What a casual drinker might see: Miller Lite Corona Extra Heineken Blue Moon Samuel Adams Samuel Adams Seasonal Stone Pale Ale Ballast Point Sculpin IPA Delerium Tremens Trappistes Rochefort 10 Alesmith Speedway Stout New Belgium La Folie What a craft drinker might see: Miller Lite Corona Extra Heineken Blue Moon Samuel Adams Samuel Adams Seasonal Stone Pale Ale Ballast Point Sculpin IPA Delerium Tremens Trappistes Rochefort 10 Alesmith Speedway Stout New Belgium La Folie What the geek might see: Miller Lite Corona Extra Heineken Blue Moon Samuel Adams Samuel Adams Seasonal Stone Pale Ale Ballast Point Sculpin IPA Delerium Tremens Trappistes Rochefort 10 Alesmith Speedway Stout New Belgium La Folie Here is what you want to avoid Super Craft List viewed by Casual Drinker Casual List viewed by Craft Drinker Stone Pale Ale Ballast Point Sculpin IPA Rip Current In the Curl IIPA Delerium Tremens Rip Current Take Off Tripel Lost Abbey Avante Garde Trappistes Rochefort 10 Stone Smoked Porter Lost Abbey Cuvee du Tomme Stone Stochasticity Alesmith Speedway Stout New Belgium La Folie Miller Lite Bud Light Budweiser Michelob Ultra Miller 64 Coors Light Corona Extra Dos Equis Heineken Heineken Light Amstel Light Stella Artois Imperative that your list has diversity. Because… …they’ll be ecstatic when you have something for them MarkeTeam does not endorse underage consumption. Just a silly gif. Please drink responsibly
